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Fruit Juice and Juice Drinks - US - January 2009

The fruit juice and juice drinks market continues to face multi-pronged challenges: consumer perception of fruit juice and juice drinks as a high-carb beverage, competition from new age beverages such as enhanced water and ready-to-drink tea, and continued price escalation primarily due to natural disasters. This report not only provides in-depth analysis on issues ailing the fruit juice and juice drinks industry, but also includes information on how to overcome these obstacles to drive growth in fruit juice and juice drinks products. Specifically, the highlights of the analysis in this report include:

  • How likely are consumers to try new fruit based teas, energy or probiotic drinks

  • Analysis of product trends and consumer attitudes from the perspective of product developers, marketers, and retailers

  • Insight into identifying under-targeted consumer groups that exhibit higher than average incidence and frequency of drinking fruit juice and juice drinks

  • Exploration of the sales performances of fruit juices and fruit drinks by form of packaging and flavor

  • An in-depth look at leading manufacturers and brands

  • Investigation of who fruit juice/drink consumers are and what types of positioning claims influence their purchase decisions

  • Insight into the consumers choice to increase or decrease fruit juice and juice drink consumption over the last year and reasons why consumers are drinking more or less fruit juice or drinks, compared to a year ago

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Market at a glance—the market is set to experience declining sales during 2008-13
                      • Other non-alcoholic beverages provide tough competition; rising juice and juice drink prices erode consumer base
                        • 100% fruit juice sales far outpace that of juice drinks
                          • Top five manufacturers account for more than half of sales
                            • U.S. households exhibit steady incidence but slight decline in frequency of drinking fruit juice/juice drinks
                              • Eating fresh fruit is the biggest reason consumers do not drink fruit juice or juice drinks
                              • Insights and Opportunities

                                • Reinstate 100% fruit juice as a healthy beverage
                                  • Figure 1: Attitude towards health, 2004 and 2008
                                  • Figure 2: Reasons for watching/controlling diet, 2004 and 2008
                                • Citing scientific studies to back pro-health claims
                                  • Figure 3: Welch’s Concord Grape Juice, Television Ad, 2008
                                • Fruit and vegetable blends attract health-conscious consumers
                                  • Figure 4: Campbell V8 V-Fusion, Television Ad, 2008
                                • Less is more—take out added sugar, artificial color, and flavoring from fruit juice and juice drinks
                                  • Ethnic fruit juice and juice drinks offer growth potential
                                    • Catering to Hispanic Americans
                                      • Asian inspiration
                                        • Fruit juice and juice drinks industry has an opportunity to drive growth in burgeoning beauty beverage sector
                                          • Probiotic juices—the friendly bacteria
                                            • Fruit juices beyond the juice glass
                                            • Fast Forward Trends

                                              • Wrong time for premium and super-premium juices?
                                                • Super-premium is niche
                                                  • Premium priced, disguised as regular
                                                    • Exploring the Amazon
                                                      • Beyond feelings of logic
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Industry challenged; demand retraction due to a tarnished reputation, high prices, and tough economic climate
                                                            • Promoting growth through communicating balance of health and value
                                                              • Growth potential exists through targeting ethnic consumers
                                                                • Sales and forecast of fruit juice and juice drinks
                                                                  • Figure 5: Total U.S. sales and forecast of fruit juice and juice drinks at current prices, 2003-13
                                                                  • Figure 6: Total U.S. sales and forecast of fruit juice and juice drinks at inflation-adjusted prices, 2003-13
                                                                • Wal-Mart sales
                                                                • Competitive Context

                                                                  • Interchangeability with other beverages…
                                                                    • Figure 7: Reasons for not drinking juice/juice drinks, by age, October 2008
                                                                    • Figure 8: U.S. sales of RTD non-carbonated beverages, by segment, 2005 and 2007
                                                                  • Plain bottled water and enhanced bottled water
                                                                    • Fruit-flavored tea
                                                                      • Healthy soda—increased emphasis on natural positioning and vitamin and mineral fortification
                                                                        • Sports drinks—some of these now include vitamins and minerals
                                                                          • Fruit-juice based energy drinks—likely attracting young fruit juice and juice drinks users
                                                                            • High prices discourage growth
                                                                              • Figure 9: FDMx prices for select non-alcoholic beverages, 2007
                                                                              • Figure 10: Average FDMx price of certain juices, 2005-08
                                                                            • Fresh fruit competes with fruit juice
                                                                            • Segment Performance

                                                                              • Key points
                                                                                • Fruit juice and juice drinks growth relies upon health-focused, value-added innovation
                                                                                  • Segment sales and forecast of fruit juice and juice drinks
                                                                                    • Figure 11: U.S. sales and forecast of fruit juice and juice drinks at current prices, by segment, 2003-13
                                                                                    • Figure 12: Total sales of fruit juice and juice drinks, segmented by type, 2006 and 2008
                                                                                • Segment Performance—Fruit Juice

                                                                                  • Key point
                                                                                    • On-the-go convenience and innovation propels bottled juices
                                                                                        • Figure 13: FDMx sales of fruit juice by form, 2006 and 2008
                                                                                      • Flat orange juice sales contribute to overall dismal performance; fruit blends may offer a growth platform
                                                                                        • Figure 14: Fruit juice: Per capita availability adjusted for loss*, 2000-06
                                                                                        • Figure 15: FDMx sales of fruit juice by flavor*, 2006 and 2008**
                                                                                        • Figure 16: U.S. sales and forecast of fruit juice, 2003-13
                                                                                    • Segment Performance—Juice Drinks

                                                                                      • Key points
                                                                                        • Healthily positioned, value priced juice drinks can fill a need
                                                                                          • Drink mixes key to success
                                                                                            • Figure 17: FDMx sales of juice drinks by form, 2006 and 2008
                                                                                            • Figure 18: FDMx sales of juice drinks by flavor*, 2006 and 2008
                                                                                            • Figure 19: U.S. sales and forecast of juice drinks, 2003-13
                                                                                        • Retail Channels

                                                                                          • Key points
                                                                                            • Mass merchandisers lose market share to supermarket and drug channels
                                                                                              • Figure 20: U.S. sales of fruit juice and juice drinks, by retail channel, 2006 and 2008
                                                                                              • Figure 21: New fruit juice/drink products launched at supermarkets and other retailers, 2003 and 2008
                                                                                            • Non-convenience channels can stimulate growth through increasing single-serve selection
                                                                                                • Figure 22: Retail outlet used to buy fruit juice and juice drinks for at-home consumption, by age, October 2008
                                                                                            • Retail Channels—Supermarkets

                                                                                              • Key point
                                                                                                • Figure 23: U.S. sales of fruit juice and juice drinks at supermarkets, 2003-08
                                                                                            • Retail Channels—Mass and Other

                                                                                              • Key points
                                                                                                • Mass merchants must find niche
                                                                                                  • Figure 24: U.S. sales of fruit juice and juice drinks at mass merchandisers and other stores, 2003-08
                                                                                              • Retail Channels—Natural Stores

                                                                                                • Natural channel/SPINS
                                                                                                  • Sales of fruit juices in the natural channel
                                                                                                    • Figure 25: Natural product supermarket retail sales of fruit juices, at current prices and inflation adjusted prices, 2006-08
                                                                                                  • Implications
                                                                                                    • Natural channel sales by segment
                                                                                                      • Figure 26: Natural product supermarket retail sales of juices, by segment, 2006-08
                                                                                                    • Fruit juices natural channel
                                                                                                      • Brand table: Fruit juices
                                                                                                          • Figure 27: Select brand sales of fruit juice in natural channels, 2006 and 2008
                                                                                                        • Natural channel sales of fruit juices by organic
                                                                                                          • Figure 28: Natural product supermarket retail sales of fruit juices, by organic, 2006 and 2008
                                                                                                        • Natural channel sales of fruit juices by packaging
                                                                                                          • Figure 29: Natural product supermarket retail sales of fruit juices, by packaging, 2006 and 2008
                                                                                                        • Natural channel sales of fruit juices by flavor
                                                                                                          • Figure 30: Natural product supermarket retail sales of fruit juices, by flavor, 2006 and 2008
                                                                                                      • Market Drivers

                                                                                                        • Health and wellness trends can be a plus for the market
                                                                                                          • Figure 31: Attitudes regarding healthy eating, January 2003-March 2008
                                                                                                        • Households with children impact consumption of fruit juice
                                                                                                            • Figure 32: Incidence of purchasing fruit juice and juice drinks and powdered juice drinks in the past month, by presence of children, October 2008
                                                                                                            • Figure 33: Households with children under age 18 present, 2001-07
                                                                                                            • Figure 34: U.S. population of teens aged 12-17, 2003-13
                                                                                                          • Obesity
                                                                                                            • Figure 35: Percentage of population who are overweight or obese, 20-74 years of age, 1988-2004
                                                                                                            • Figure 36: Prevalence of obesity among children aged 6-19, 1988-2004
                                                                                                          • Population diversity to benefit market growth
                                                                                                            • Figure 37: Population by race and Hispanic origin, 2003-13
                                                                                                        • Companies and Brands

                                                                                                          • Key points
                                                                                                            • Private labels create price competition for the national brands
                                                                                                              • Other companies
                                                                                                                • Figure 38: FDMx sales of leading fruit juice and juice drink companies, 2007 and 2008
                                                                                                            • Brand Share—Fruit Juice

                                                                                                              • Key points
                                                                                                                • Poor orange juice sales hurt segment
                                                                                                                  • Juice blends picking up momentum
                                                                                                                    • Figure 39: FDMx brand sales of fruit juice in the U.S., 2007 and 2008
                                                                                                                • Brand Share—Juice Drinks

                                                                                                                  • Key points
                                                                                                                    • Kraft suffers from its sugary image
                                                                                                                      • On-the-go brands are rising in sales
                                                                                                                        • Figure 40: FDMx brand sales of juice drinks in the U.S., 2007 and 2008
                                                                                                                    • Brand Qualities

                                                                                                                      • Companies carving out their share
                                                                                                                        • Tampico target Hispanics
                                                                                                                          • Ocean Spray targets dieting juice drinkers
                                                                                                                            • Motts for Tots
                                                                                                                            • Innovation and Innovators

                                                                                                                              • Introduction
                                                                                                                                  • Figure 41: Number of new product launches in juice and juice drinks, by juice, juice drinks and nectars, 2003-08
                                                                                                                                  • Figure 42: Trends in numbers of new product introductions in the fruit juice and juice drinks market, 2003-08
                                                                                                                                • Top 10 claims during 2005-08
                                                                                                                                  • Overview
                                                                                                                                    • Figure 43: Top 10 claims in fruit juice and juice drinks market, 2005-08
                                                                                                                                    • Figure 44: Trends in new product introductions in the fruit juice and juice drinks market, by claim, 2006-08*
                                                                                                                                  • Immune system—functional
                                                                                                                                    • Premiumization
                                                                                                                                      • High protein
                                                                                                                                        • Fruit and vegetable servings
                                                                                                                                          • Alternative sweeteners
                                                                                                                                            • Omegas
                                                                                                                                              • Anti-hangover
                                                                                                                                                • “Borrowed” flavors from tea
                                                                                                                                                  • Flavors
                                                                                                                                                    • Figure 45: Top 10 flavors in juice and juice drinks, 2005-08
                                                                                                                                                  • Trends in children-targeted fruit juice and juice drinks
                                                                                                                                                    • Figure 46: Number of new fruit juice/drinks targeted to children and teens, 2005-08
                                                                                                                                                    • Figure 47: Trends in children-targeted new juice and juice drinks products, 2005-08
                                                                                                                                                  • Caffeinated juices
                                                                                                                                                  • Advertising and Promotion

                                                                                                                                                      • Figure 48: Media spending on select fruit juice and juice drinks brands, 2006 and 2007
                                                                                                                                                    • Brand perception, communication, and orientation toward health benefits
                                                                                                                                                      • Welch’s Grape Juice—positioning Concord grapes as an antioxidant-rich Superfruit
                                                                                                                                                        • Figure 49: Welch’s Concord Grape Juice, Television Ad, 2008
                                                                                                                                                      • POM Wonderful pomegranate juice—powerful antioxidants for heart health
                                                                                                                                                        • Figure 50: POM Wonderful for heart health, Television Ad, 2008
                                                                                                                                                      • Ocean Spray Grapefruit juice—antioxidants and invigorating
                                                                                                                                                        • Figure 51: Ocean Spray grapefruit juice, Television Ad, 2008
                                                                                                                                                      • Building trust with consumers
                                                                                                                                                        • Simply Orange—Coca-Cola continues to build trust with “orange back” guarantee
                                                                                                                                                          • Figure 52: Simply Orange, Television Ad, 2008
                                                                                                                                                        • Nestlé Juicy Juice—setting standards comparable to motherhood
                                                                                                                                                          • Figure 53: Nestlé Juicy Juice, Television Ad, 2008
                                                                                                                                                        • Tropicana—promotes Valencia Orange Juice in competition with Simply Orange
                                                                                                                                                          • Figure 54: Tropicana Valencia Orange Juice, Television Ad, 2008
                                                                                                                                                      • The People: Usage

                                                                                                                                                        • Trends in household fruit juice/juice drinks consumption
                                                                                                                                                          • Figure 55: Household juice/juice drinks consumption, by type, 2003-08
                                                                                                                                                        • Who drinks fruit juice and juice drinks in household
                                                                                                                                                            • Figure 56: Who personally drinks fruit juice and juice drinks and powdered juice drinks, October 2008
                                                                                                                                                          • Frequency of use
                                                                                                                                                            • Trends in frequency of consumption
                                                                                                                                                              • Figure 57: Household frequency of drinking different types of juices on an average day, 2003-08
                                                                                                                                                              • Figure 58: Household frequency* of drinking different types of juices, by key demographics, April 2007-June 2008
                                                                                                                                                            • Brands of orange juice used
                                                                                                                                                                • Figure 59: Brands of orange juice used in household, by age, May 2006-June 2007
                                                                                                                                                            • Attitudes and Motivations

                                                                                                                                                                • Interest in trying new fruit juice and juice drinks
                                                                                                                                                                  • Figure 60: Interest in trying new fruit juice and juice drinks, by age, October 2008
                                                                                                                                                                • Impact of pricing and sales of purchase of fruit juice and juice drinks
                                                                                                                                                                  • Figure 61: Impact of pricing and sales of purchase of fruit juice and juice drinks, by age, October 2008
                                                                                                                                                                • Other attitudes towards fruit juice and juice drinks, including nutrition and packaging
                                                                                                                                                                  • Figure 62: POM Wonderful for heart health, Television Ad, 2008
                                                                                                                                                                  • Figure 63: Other attitudes towards fruit juice and juice drinks, by age, October 2008
                                                                                                                                                                • Desirable attributes in fruit juice and juice drinks
                                                                                                                                                                    • Figure 64: Attributes considered when buying fruit juice (100%), pre-prepared juice drinks, and powdered drinks, October 2008
                                                                                                                                                                • Change in Juice and Juice Drink Consumption

                                                                                                                                                                  • Incidence of drinking more or less fruit juice/drinks compared to a year ago
                                                                                                                                                                      • Figure 65: Incidence of drinking more or less fruit juice and juice drinks compared to a year ago, by age, October 2008
                                                                                                                                                                    • Reasons for drinking more fruit juice and juice drinks today, compared to last year
                                                                                                                                                                        • Figure 66: Reasons for drinking more fruit juice and drinks today than last year, by age, October 2008
                                                                                                                                                                      • Reasons for drinking less fruit juice/juice drinks today, compared to last year
                                                                                                                                                                          • Figure 67: Reasons for drinking less fruit juice and drinks today than last year, by age, October 2008
                                                                                                                                                                        • Reasons consumers do not drink juice/juice drinks
                                                                                                                                                                            • Figure 68: Reasons for not drinking juice/juice drinks, by gender, October 2008
                                                                                                                                                                        • Cluster Analysis

                                                                                                                                                                            • Straight Juicers
                                                                                                                                                                              • Who they are
                                                                                                                                                                                • Opportunity
                                                                                                                                                                                  • Pure Juicers
                                                                                                                                                                                    • Who they are
                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                        • All Juicers
                                                                                                                                                                                          • Who they are
                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                              • Cluster characteristics
                                                                                                                                                                                                • Figure 69: Fruit juice clusters, October 2008
                                                                                                                                                                                                • Figure 70: Incidence of purchasing fruit juice, pre-prepared juice drinks, and juice drinks mixes by fruit juice clusters, October 2008
                                                                                                                                                                                                • Figure 71: Personal incidence of drinking fruit juice, pre-prepared juice drinks, and juice drinks mixes, by fruit juice clusters, October 2008
                                                                                                                                                                                                • Figure 72: Attributes considered when purchasing 100% fruit juices: by fruit juice clusters, October 2008
                                                                                                                                                                                                • Figure 73: Choice of retail channels to purchase fruit juice and juice drinks for immediate consumption, by fruit juice clusters, October 2008
                                                                                                                                                                                                • Figure 74: Choice of retail channels to purchase fruit juice and juice drinks for at-home consumption, by fruit juice clusters, October 2008
                                                                                                                                                                                                • Figure 75: Interest in trying new fruit juice and juice drinks, by fruit juice clusters, October 2008
                                                                                                                                                                                                • Figure 76: Impact of pricing and sales on purchase of fruit juice and juice drinks, by fruit juice clusters, October 2008
                                                                                                                                                                                                • Figure 77: Other attitudes towards fruit juice and juice drinks, by fruit juice clusters, October 2008
                                                                                                                                                                                                • Figure 78: Incidence of drinking more or less fruit juice compared to a year ago, by fruit juice clusters, October 2008
                                                                                                                                                                                              • Cluster demographics
                                                                                                                                                                                                • Figure 79: Fruit juice clusters by gender, October 2008
                                                                                                                                                                                                • Figure 80: Fruit juice clusters by age group, October 2008
                                                                                                                                                                                                • Figure 81: Fruit juice clusters by income group, October 2008
                                                                                                                                                                                                • Figure 82: Fruit juice clusters by race, October 2008
                                                                                                                                                                                                • Figure 83: Fruit juice clusters by Hispanic origin, October 2008
                                                                                                                                                                                              • Cluster methodology
                                                                                                                                                                                              • Custom Consumer Groups: Hispanics by Income or Language Spoken in the Home

                                                                                                                                                                                                  • Who personally drinks fruit juice and juice drinks and powdered juice drinks
                                                                                                                                                                                                      • Figure 84: Who personally drinks fruit juice and juice drinks and powdered juice drinks, Hispanics by income, October 2008
                                                                                                                                                                                                    • Frequency of use: Hispanics
                                                                                                                                                                                                        • Figure 85: Number of glasses of different types of juices consumed by households, by language spoken in the home, April 2007-June 2008
                                                                                                                                                                                                      • Attitudes towards fruit juice/juice drinks
                                                                                                                                                                                                          • Figure 86: Attitude towards fruit juice and juice drinks, Hispanics by household income, October 2008
                                                                                                                                                                                                        • Incidence of drinking more or less fruit juice/drinks compared to a year ago
                                                                                                                                                                                                            • Figure 87: Incidence of drinking more or less fruit juice and juice drinks compared to a year ago, Hispanics by household income, October 2008
                                                                                                                                                                                                          • Where fruit juice/drinks are purchased for consumption at home
                                                                                                                                                                                                              • Figure 88: Retail outlet used to buy fruit juice and juice drinks for at-home consumption, by age, October 2008
                                                                                                                                                                                                          • IRI/Builders Panel Data: Key Household Purchase Measures

                                                                                                                                                                                                              • Refrigerated juices: Key household purchase measures
                                                                                                                                                                                                                • Overview of refrigerated juices/drinks purchases
                                                                                                                                                                                                                  • Refrigerated orange juice—consumer insights on key purchase measures
                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                      • Figure 89: Brand map, selected brands of refrigerated orange juice, buying rate by household penetration, 2008*
                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                        • Figure 90: Key purchase measures for the top brands of refrigerated orange juice, by household penetration, 2008*
                                                                                                                                                                                                                      • Refrigerated fruit drink—consumer insights on key purchase measures
                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                          • Figure 91: Brand map, selected brands of refrigerated fruit drink, buying rate by household penetration, 2008*
                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                            • Figure 92: Key purchase measures for the top brands of refrigerated fruit drink, by household penetration, 2008*
                                                                                                                                                                                                                          • Refrigerated blended fruit juice—consumer insights on key purchase measures
                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                              • Figure 93: Brand map, selected brands of refrigerated blended fruit juice, buying rate by household penetration, 2008*
                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                • Figure 94: Key purchase measures for the top brands of refrigerated blended fruit juice, by household penetration, 2008*
                                                                                                                                                                                                                              • Shelf-stable bottled juices—key household purchase measures
                                                                                                                                                                                                                                • Overview of shelf-stable bottled juices
                                                                                                                                                                                                                                  • SS bottled fruit drink—consumer insights on key purchase measures
                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                      • Figure 95: Brand map, selected brands of SS bottled fruit drink, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                        • Figure 96: Key purchase measures for the top brands of SS bottled fruit juice drinks, by household penetration, 2008*
                                                                                                                                                                                                                                      • SS bottled apple juice—consumer insights on key purchase measures
                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                          • Figure 97: Brand map, selected brands of SS bottled apple juice, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                            • Figure 98: Key purchase measures for the top brands of SS bottled apple juice, by household penetration, 2008*
                                                                                                                                                                                                                                          • SS bottled fruit juice blend—consumer insights on key purchase measures
                                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                                              • Figure 99: Brand map, selected brands of SS bottled fruit juice blend, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                                • Figure 100: Key purchase measures for the top brands of SS bottled fruit juice blend, by household penetration, 2008*
                                                                                                                                                                                                                                              • Aseptic juices—key household purchase measures
                                                                                                                                                                                                                                                • Overview of aseptic juices
                                                                                                                                                                                                                                                  • Aseptic juice drinks—consumer insights on key purchase measures
                                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                                        • Figure 101: Brand map, selected brands of aseptic juice drinks, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                                          • Figure 102: Key purchase measures for the top brands of aseptic juice drinks, by household penetration, 2008*
                                                                                                                                                                                                                                                        • Aseptic juices—consumer insights on key purchase measures
                                                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                                                            • Figure 103: Brand map, selected brands of aseptic juices, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                                              • Figure 104: Key purchase measures for the top brands of aseptic juices, by household penetration, 2008*
                                                                                                                                                                                                                                                            • Shelf-stable canned juices: key household purchase measures
                                                                                                                                                                                                                                                              • Overview of SS canned juices
                                                                                                                                                                                                                                                                • Canned juice drinks—consumer insights on key purchase measures
                                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                                      • Figure 105: Brand map, selected brands of SS canned juice drinks, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                                                        • Figure 106: Key purchase measures for the top brands of canned juice drinks, by household penetration, 2008*
                                                                                                                                                                                                                                                                      • Canned fruit juice— consumer insights on key purchase measures
                                                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                                                            • Figure 107: Brand map, selected brands of canned fruit juice, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                                                              • Figure 108: Key purchase measures for the top brands of canned fruit juice, by household penetration, 2008*
                                                                                                                                                                                                                                                                          • Appendix: Studies on Fruit Juice

                                                                                                                                                                                                                                                                            • Studies linking negative influence of drinking fruit juice for children
                                                                                                                                                                                                                                                                              • Studies linking fruit juice with positive health benefits
                                                                                                                                                                                                                                                                                • Concord grapes and health benefits
                                                                                                                                                                                                                                                                                • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                                                  • Attitudes and motivations
                                                                                                                                                                                                                                                                                    • Attitudes towards fruit juice/juice drinks
                                                                                                                                                                                                                                                                                        • Figure 109: Attitude towards fruit juice and juice drinks, by gender, October 2008
                                                                                                                                                                                                                                                                                        • Figure 110: Attitude towards fruit juice and juice drinks, by race, October 2008
                                                                                                                                                                                                                                                                                        • Figure 111: Attitude towards fruit juice and juice drinks, by gender, October 2008
                                                                                                                                                                                                                                                                                      • Reasons for drinking more fruit juice/juice drinks today, compared to last year
                                                                                                                                                                                                                                                                                          • Figure 112: Reasons for drinking more fruit juice and drinks today than last year, by gender, October 2008
                                                                                                                                                                                                                                                                                          • Figure 113: Reasons for drinking more fruit juice and drinks today than last year, by gender, October 2008
                                                                                                                                                                                                                                                                                        • Reasons for drinking less fruit juice/juice drinks today, compared to last year
                                                                                                                                                                                                                                                                                            • Figure 114: Reasons for drinking less fruit juice and drinks today than last year, by gender, October 2008
                                                                                                                                                                                                                                                                                            • Figure 115: Reasons for drinking less fruit juice and drinks today than last year, by presence of children, October 2008
                                                                                                                                                                                                                                                                                          • Reasons consumers do not drink juice/juice drinks
                                                                                                                                                                                                                                                                                              • Figure 116: Reasons for not drinking juice/juice drinks, by race, October 2008
                                                                                                                                                                                                                                                                                              • Figure 117: Reasons for not drinking juice/juice drinks, by presence of children, October 2008
                                                                                                                                                                                                                                                                                            • Desirable attributes in fruit juice and juice drinks
                                                                                                                                                                                                                                                                                                • Figure 118: Desirable attributes in 100% fruit juice, October 2008
                                                                                                                                                                                                                                                                                                • Figure 119: Desirable attributes in 100% fruit juice, October 2008
                                                                                                                                                                                                                                                                                                • Figure 120: Desirable attributes in 100% fruit juice, by race/Hispanic origin, October 2008
                                                                                                                                                                                                                                                                                                • Figure 121: Desirable attributes in 100% fruit juice, by income, October 2008
                                                                                                                                                                                                                                                                                                • Figure 122: Desirable attributes in 100% fruit juice, by presence of children, October 2008
                                                                                                                                                                                                                                                                                                • Figure 123: Retail outlet used to buy fruit juice and juice drinks for immediate consumption, by age, November 2008
                                                                                                                                                                                                                                                                                                • Figure 124: Retail outlet used to buy fruit juice and juice drinks for immediate consumption, by race, November 2008
                                                                                                                                                                                                                                                                                                • Figure 125: Retail outlet used to buy fruit juice and juice drinks for immediate consumption, by income
                                                                                                                                                                                                                                                                                                • Figure 126: Retail outlet used to buy fruit juice and juice drinks for immediate consumption, by presence of children
                                                                                                                                                                                                                                                                                              • Where fruit juice/drinks are purchased for consumption at home
                                                                                                                                                                                                                                                                                                  • Figure 127: Retail outlet used to buy fruit juice and juice drinks for at-home consumption, by age
                                                                                                                                                                                                                                                                                                  • Figure 128: Retail outlet used to buy fruit juice and juice drinks for at-home consumption, by race
                                                                                                                                                                                                                                                                                                  • Figure 129: Retail outlet used to buy fruit juice and juice drinks for at-home consumption, by income
                                                                                                                                                                                                                                                                                                  • Figure 130: Retail outlet used to buy fruit juice and juice drinks for at-home consumption, by presence of children, October 2008
                                                                                                                                                                                                                                                                                              • Appendix: IRI/Builders Panel Data, Key Household Purchase Measures

                                                                                                                                                                                                                                                                                                • Refrigerated juices
                                                                                                                                                                                                                                                                                                  • Refrigerated lemonade—consumer insights on key purchase measures
                                                                                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                                                                                      • Figure 131: Brand map, selected brands of refrigerated lemonade, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                                                                                        • Figure 132: Key purchase measures for the top brands of refrigerated lemonade, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                      • Shelf-stable bottled juices
                                                                                                                                                                                                                                                                                                        • SS cranberry cocktail/juice drink—consumer insights on key purchase measures
                                                                                                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                                                                                                            • Figure 133: Brand map, selected brands of SS bottled cranberry cocktail/juice drink, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                                                                                              • Figure 134: Key purchase measures for the top brands of SS bottled cranberry cocktail/juice concentrate, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                            • SS bottled lemon/lime juice—consumer insights on key purchase measures
                                                                                                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                                                                                                • Figure 135: Brand map, selected brands of SS bottled lemon/lime juice by household penetration, 2008*
                                                                                                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                                                                                                  • Figure 136: Key purchase measures for the top brands of SS bottled lemon/lime juice, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                • Consumer insights on key purchase measures—SS bottled grape juice
                                                                                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                                                                                    • Figure 137: Brand map, selected brands of SS bottled grape juice, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                                                                                                      • Figure 138: Key purchase measures for the top brands of SS bottled grape juice, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                    • SS cranberry juice/cranberry juice blend—consumer insights on key purchase measures
                                                                                                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                                                                                                        • Figure 139: Brand map, selected brands of SS bottled cranberry juice/cranberry juice blend, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                                                                                                          • Figure 140: Key purchase measures for the top brands of SS bottled cranberry juice/cranberry juice blend, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                        • SS bottled lemonade—consumer insights on key purchase measures
                                                                                                                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                                                                                                                            • Figure 141: Brand map, selected brands of SS bottled lemonade, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                                                                                                              • Figure 142: Key purchase measures for the top brands of SS bottled lemonade, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                            • SS bottled cider—consumer insights on key purchase measures
                                                                                                                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                                                                                                                • Figure 143: Brand map, selected brands of SS bottled cider, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                                                                                                                  • Figure 144: Key purchase measures for the top brands of SS bottled cider, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                                • Frozen juices—key household purchase measures
                                                                                                                                                                                                                                                                                                                                  • Overview of frozen juice purchases
                                                                                                                                                                                                                                                                                                                                    • Frozen orange juice concentrate—consumer insights on key purchase measures
                                                                                                                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                                                                                                                        • Figure 145: Brand map, selected brands of frozen orange juice concentrate, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                                                                                                                          • Figure 146: Key purchase measures for the top brands of frozen orange juice concentrate, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                                        • Frozen lemonade/limeade concentrate—consumer insights on key purchase measures
                                                                                                                                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                                                                                                                                            • Figure 147: Brand map, selected brands of frozen lemonade/limeade concentrate, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                                                                                                                              • Figure 148: Key purchase measures for the top brands of frozen lemonade/limeade concentrate, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                                            • Frozen drink/cocktail drink concentrate—consumer insights on key purchase measures
                                                                                                                                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                                                                                                                                • Figure 149: Brand map, selected brands of frozen drink/cocktail drink concentrate, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                                                                                                                                  • Figure 150: Key purchase measures for the top brands of frozen drink/cocktail drink concentrate, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                                                • Frozen apple juice concentrate—consumer insights on key purchase measures
                                                                                                                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                                                                                                                    • Figure 151: Brand map, selected brands of frozen apple juice concentrate, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                                                                                                                                      • Figure 152: Key purchase measures for the top brands of frozen apple juice concentrate, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                                                    • Frozen blended fruit juice concentrate
                                                                                                                                                                                                                                                                                                                                                      • Consumer insights on key purchase measures—frozen blended fruit juice concentrate
                                                                                                                                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                                                                                                                                          • Figure 153: Brand map, selected brands of frozen blended fruit juice concentrate, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                                                                                                                                            • Figure 154: Key purchase measures for the top brands of frozen blended fruit juice concentrate, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                                                        • Appendix: Trade Associations

                                                                                                                                                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                                                                                                                                                          • Adam & Eve
                                                                                                                                                                                                                                                                                                                                                          • Amy's Kitchen Inc.
                                                                                                                                                                                                                                                                                                                                                          • Association for Convenience and Petroleum Retailing (NACS)
                                                                                                                                                                                                                                                                                                                                                          • Cadbury Schweppes Plc
                                                                                                                                                                                                                                                                                                                                                          • Campbell Soup Company
                                                                                                                                                                                                                                                                                                                                                          • Citrus World Inc.
                                                                                                                                                                                                                                                                                                                                                          • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                                                                                                                                                                          • Concord Grape Association
                                                                                                                                                                                                                                                                                                                                                          • Dole Food Company Inc.
                                                                                                                                                                                                                                                                                                                                                          • Food and Drug Administration
                                                                                                                                                                                                                                                                                                                                                          • Food Marketing Institute
                                                                                                                                                                                                                                                                                                                                                          • Fuze Beverage LLC
                                                                                                                                                                                                                                                                                                                                                          • Greenfield Online
                                                                                                                                                                                                                                                                                                                                                          • Juice Products Association
                                                                                                                                                                                                                                                                                                                                                          • Knight-Ridder Inc.
                                                                                                                                                                                                                                                                                                                                                          • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                                                                                                                                                          • McNeil Consumer Nutritionals UK Ltd
                                                                                                                                                                                                                                                                                                                                                          • Mott's LLP
                                                                                                                                                                                                                                                                                                                                                          • Naked Juice Company
                                                                                                                                                                                                                                                                                                                                                          • National Soft Drink Association
                                                                                                                                                                                                                                                                                                                                                          • Nestlé USA
                                                                                                                                                                                                                                                                                                                                                          • Newman's Own Inc.
                                                                                                                                                                                                                                                                                                                                                          • Ocean Spray Cranberries, Inc
                                                                                                                                                                                                                                                                                                                                                          • Odwalla Inc.
                                                                                                                                                                                                                                                                                                                                                          • Old Orchard Brands LLC
                                                                                                                                                                                                                                                                                                                                                          • Pepsi-Cola North America
                                                                                                                                                                                                                                                                                                                                                          • Procter & Gamble USA
                                                                                                                                                                                                                                                                                                                                                          • Rockstar Inc.
                                                                                                                                                                                                                                                                                                                                                          • Stagnito Communications Inc.
                                                                                                                                                                                                                                                                                                                                                          • Sunny Delight Beverages Company
                                                                                                                                                                                                                                                                                                                                                          • Tropicana Products Inc.
                                                                                                                                                                                                                                                                                                                                                          • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                                                                                                          • U.S. Department of Agriculture
                                                                                                                                                                                                                                                                                                                                                          • Vilore Foods Company Inc.
                                                                                                                                                                                                                                                                                                                                                          • Walmart Stores (USA)

                                                                                                                                                                                                                                                                                                                                                          Fruit Juice and Juice Drinks - US - January 2009

                                                                                                                                                                                                                                                                                                                                                          £3,199.84 (Excl.Tax)